News

USA: Fischer to benefit from US Latin growth with Cuban beer launch

Most popular

Another drinks CEO steps down - But, why?

Pernod Ricard Performance Trends 2014-2018 - data

What's coming up in soft drinks in 2019?

Bar Nøne launch proves Coca-Cola is faster

MORE
Fischer Beverages International is to distribute La Tropical, "Cuba's First Beer" throughout the US.

The deal, announced by Manny Portuondo president of La Tropical Brewing Company means that its beer will join the Fischer portfolio, which already includes Heineken-owned brands such as Fischer and Moretti.

Dominique Levesque, president at Fischer Beverages, a Heineken affiliate said: "La Tropical is a great addition to our worldwide beer portfolio and will better position us to compete in the Latin 'fun beer' category in the US."

La Tropical said in a statement: "The distribution contract with Fischer will further position the company to take advantage of the growth of both the US import beer segment and the Hispanic market."

The company's national strategy is to focus on expanding its beer brand to the general market for imported beer across the US. It also plans to launch a new national advertising campaign focusing on its origin and using the slogan "Cuba's First Beer".

La Tropical marketing includes plans to feature the 'fun' elements of the brand with associations that introduce consumers to 1950s Cuba using images such as the Tropicana Night Club dancers and Ricky Ricardo.

In the past five years the US import category has grown over 53%, according to Beer Marketer's Insight 1999 edition. The Hispanic market is expected to grow to over one quarter of the total US population by 2050. (Hispanic Market Handbook 1999.)

The distribution agreement is now in effect.

 


Companies: Heineken, Tropicana

Related Content

Kick-starting FABs with higher abv's - NPD trends

Kick-starting FABs with higher abv's - NPD trends...

Are big brewers buying craft brands to benefit big beer? - Comment

Are big brewers buying craft brands to benefit big beer? - Comment...

Will South America drive the next wave of craft beer growth? - Comment

Will South America drive the next wave of craft beer growth? - Comment...

What can the beer industry learn from Molson Coors? - Comment

What can the beer industry learn from Molson Coors? - Comment...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?